The Hundreds

The Hundreds - Header The intimately cool American streetwear brand ‘The Hundreds’ has been one of the fastest growing new labels in the world. The Hundreds has become a global player in streetwear fashion since it’s inception in 2003.

The Hundreds is Huge!

On the 27th July 2003 The Hundreds arrived in a particularly 21st century manor, The Hundreds arrived via the Internet and this new urban brand was an instant hit with American Hip Hop and ‘streetwear’ kids alike. The early years of this new Millennium have witnessed the Internet making global superstars out of bedroom bands, bands such as the Arctic Monkeys, who literally overnight showed the world their talent and became icons of a new generation. Without this 21st century medium such talent may have gone unsigned and ignored.

However it’s not just British indie bands that have benefited from the Internets ever expanding domination in modern youth culture. The Hundreds have also utilised the Internet and within four years The Hundreds website was generating traffic of up to half a million unique readers a month. Unlike other brands The Hundreds actually utilise their website as a tool for entertainment as well as sales. The Hundreds ‘project’ comes in two parts, the first being the clothing and the second being the online magazine. The Hundreds website also includes photos, downloadable graphics and icons, a blog and much more for the visitor to ponder over. It is a philosophy of an online community, “…both the online magazine and the clothing range incorporate The Hundreds trademark lifestyle, attitude and personal perspective on street sub-culture.” This unique outlook enables The Hundreds to be more personal and direct with their customer and fan base. L.A. lifestyle, Californian culture and Southern California’s skateboarding, surf, punk and hip-hop scenes all inspire The Hundreds collection. The Hundreds designs are reminiscent of 80’s surf t shirts and independent skate apparel of the 90’s along with the advent of ‘streetwear’ at the end of the millennium. The Hundreds is a typically American brand utilising plenty of colour and unique design styles, such as their ‘Adam Bomb’ design, which is also The Hundreds logo.

Another admirable quality to The Hundreds is that they prefer to keep their brand small in a large context. The Hundreds only supply small quantities of their label to very select and prestigious ‘streetwear’ and skate boutiques throughout major cities around the world. There are only 250 accounts around the world that stock The Hundreds (Fat Buddha included); this enables a global marketplace whilst keeping a personal, unique and unsaturated quality to The Hundreds.

It is also inevitable that when you have a successful, cool, underground label which is generating vast discussion throughout the clothing world that the press will come knocking at your door. The Hundreds have had cover stories in New York Times Magazine, Giant Robot and T Magazine whilst also being recognised by industry publication leaders Complex, Untitled and Streetwear Today.

The Hundreds looks set for a bright future as it reflects much more than a clothing label, it is a lifestyle project that remains personal and direct mirroring the community and culture in which it finds itself.